NEW YORK — Billy Jealousy, a men’s shaving and skin care brand founded in November 2004, is getting into the hair care business with the fall introduction of a shampoo and conditioner — and a subsequent launch of styling aids.
In October, the Dallas brand will introduce Fuzzy Logic Hair Strengthening Shampoo and Cashmere Coat Hair Strengthening Conditioner, each $22 for 8 oz.
While “shaving is what got us a foothold in this industry,” said Billy Jealousy founder Pat Parsi, “our spa clients, who have begun offering hair services, asked for hair [care].
“Most men worry about male pattern baldness and thinning hair,” he added, noting that the shampoo and conditioner contain ingredients designed to block dihydrotestosterone, which is believed to contribute to male pattern baldness.
Each formulation contains two DHT blockers, including peppermint oil. Fuzzy Logic also features methyl lactate, while Cashmere Coat employs swertia herb extract. The substances are intended to inhibit the formation of DHT on hair follicles in order to promote “strong, healthy, thick hair.”
The addition of the two products will bring the Billy Jealousy assortment to 13 stockkeeping units. Next up for the brand are hair gel, planned for December, and a pomade, slated for spring. While the gel formulation is complete — and contains the DHT blocker swertia japonica extract — the pomade is still in development.
Billy Jealousy’s first foray into the hair-thickening category came with the launch last fall of Hair Raiser Follicle Restorer. The product, which costs $75 for 3.5 oz., is designed to be massaged into the scalp. The company claims that after three or four months, hair will begin to thicken.
“A lot of customers still think problem-solution,” said Parsi. “This is a solution for hair [loss] and thinning hair.”
Billy Jealousy is carried in about 150 retail stores, including Barneys New York and Nordstrom, and at 70 to 80 spas. Parsi’s goal is to add another 150 points of sale to the brand’s distribution network in the next 12 months, which includes going into Nordstrom chain-wide.
First-year sales of the brand topped $1 million, according to industry sources, and that number is projected to reach $1.7 million to $1.8 million by year-end. Parsi said he hopes to grow sales next year by 70 to 80 percent, and he expects hair care to account for 30 percent of the brand’s revenues.
Billy Jealousy has been launched in New Zealand, and Parsi is currently securing distribution in the U.K. and Canada. Domestically, the brand is carried at several hotels in Miami’s South Beach, including the Delano Hotel, which sells Billy Jealousy products in its rooms in what resembles a minibar — where “the inventory turns are immense,” said Parsi.